I helped this group of mental health professionals turn their new business into a brand. I created the logo, stationery, and developed their website. This presentation was used as a discussion tool during a brand management workshop that I held with the principals of the business.

1. optimal

2. building brand equity

3. you

4. brand equity
What is it?
Firm level - a nancial asset
Product level - price difference
Consumer level - awareness and association
optimal

5. building positive
experiences with
the brand
a clear and unwavering message
manage customer expectations
make folks feel smart
optimal

6. a brand’s message
brand voice - content
& how you communicate - delivery
optimal

7. activity!

8. what is the optimal you brand voice?
• what is the mission of optimal you?
• does the tone of voice adapt to
different audiences?
• Let’s hear your best elevator pitch!

9. delivering a clear
brand message
once you have your message, build a
communication system & stick to it
don’t go mucking about,
consistency is a brand’s best friend.
optimal

10. design systems
built for an individual brand based
off of sound understanding of design
principles and execution as well as a
deep knowledge of the brand itself
optimal

11. images and awesome commentary at:
http://www.underconsideration.com/brandnew/archives/
this_is_not_your_moms_girl_scouts.php

13. The first smart move by OCD was to not mess with a Saul Bass logo, the second was to try to technically improve it.

20. building positive
experiences with
the brand
a clear and unwavering message
manage customer expectations
make folks feel smart
optimal

21. “ask yourself why Southwest regularly
tops airline satisfaction surveys over
competitors who offer more dynamic
levels of service. It has managed
expectations and aligned them with
service aspects that its customer base
nds most valuable, which translates to
satisfaction -- and often to advocacy.”
- Ravi Sawhney

26. activity!

27. what are your clients’ expectations?
• how can we set those expectations?
• how can you surpass them?

28. building positive
experiences with
the brand
a clear and unwavering message
manage customer expectations
make folks feel smart
optimal

34. activity!

35. how can we make your clients feel
smart for using your service?
• think of every piece of the service
• imagine particular clients at different
points in the service

37. brand equity
create real equity in your company
by abiding to these guidelines:
a clear and unwavering message
manage customer expectations
make folks feel smart
optimal

38. optimal

39. appendix

40. progression of work

45. optimal you
8114 E Cactus Rd #240
Scottsdale AZ 85260
www.optimalyou.com
p 480 427 3550
f 480 427 3551
Gayle Cordes
LPC, LISAC
480 296 2050
optimal p
f 480 427 3551
gayle@optimalyou.com
www.optimalyou.com
8114 E Cactus Rd #240
Scottsdale AZ 85260

47. website

48. http://www.joeycordes.com/optimalyou.html

49. website
you
a digital medium that represents
your brand as a whole while
showcasing you as individuals
optimal

50. website goals
ensure all of your needs are met by
the site and its structure
incorporate brand voice, customer
expectations, and making people
feel smarter
optimal

51. activity!

52. what are the musts, coulds, and
should-do’s for your website?
• who is the primary audience?
• what are the users’ goals?